{"id":158089,"date":"2026-10-29T09:34:50","date_gmt":"2026-10-29T08:34:50","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=158089"},"modified":"2026-10-29T09:34:52","modified_gmt":"2026-10-29T08:34:52","slug":"adidas-verpulvert-records-maar-europa-loopt-uit-de-pas","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/adidas-verpulvert-records-maar-europa-loopt-uit-de-pas\/","title":{"rendered":"Adidas verpulvert records, maar Europa loopt uit de pas"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Adidas <\/strong>rijgt de records aaneen. De Duitse sportgigant ziet zijn kwartaalwinst met 37% omhoogschieten en schroeft zijn jaarprognose fors op. Vooral kleding en eigen verkoopkanalen draaien op volle toeren. Opvallende dissonant: Europa, waar de omzet achteruitboert.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Kleding trekt de kar<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De sportartikelenfabrikant boekte in het derde kwartaal een recordomzet van 7,3 miljard euro, een stijging van 9%. De bedrijfswinst schoot zelfs 37% hoger tot ruim 1 miljard euro. De winstmarge dikte aan tot 13,9%, terwijl de nettowinst met 48% steeg tot 711 miljoen euro.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Opvallend genoeg komt de sterkste groei niet van sneakers, maar van kleding. De verkoop van sport- en vrijetijdskleding steeg met 19%, terwijl de schoenenomzet ter plaatse trappelde. Adidas weigert mee te gaan in de kortingenoorlog op de sneakermarkt en houdt bewust de leveringen aan groothandelsklanten onder controle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Die strategie loont: de eigen verkoopkanalen groeien aanzienlijk sneller dan de groothandel: de onlineomzet steeg met 18%, de eigen winkels boekten 16% groei. In totaal groeide de rechtstreekse verkoop aan consumenten met 17%.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Europa is het zorgenkind<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In China (+13%), Noord-Amerika (+12%), Latijns-Amerika (+16%) en Japan en Zuid-Korea (+19%) groeit de omzet met dubbele cijfers. Maar op de Europese thuismarkt krimpt de verkoop met 4%. Adidas wijst op zijn voorzichtige groothandelsstrategie, hoge marktvoorraden en een tijdelijke verstoring door de overstap naar een nieuw SAP-systeem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Ons merk, onze producten en onze mensen vormen onze kracht&#8221;, jubelt topman Bj\u00f8rn Gulden. Een meevaller van 200 miljoen euro aan terugbetaalde Amerikaanse invoerheffingen hielp de resultaten weliswaar een handje. Hij erkent ook dat de markt voor vrijetijdsschoenen onder druk staat door overvolle magazijnen en agressieve kortingsacties.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Adidas verhoogt nu de winstprognose voor 2026 van 2,3 miljard naar 2,5 miljard euro. De groep mikt op een valutaneutrale omzetgroei van 9% tot 10%.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Adidas rijgt de records aaneen. De Duitse sportgigant ziet zijn kwartaalwinst met 37% omhoogschieten en schroeft zijn jaarprognose fors op. Vooral kleding en eigen verkoopkanalen draaien op volle toeren. Opvallende dissonant: Europa, waar de omzet achteruitboert.<\/p>\n","protected":false},"author":5,"featured_media":143248,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14],"tags":[770],"people":[],"extra":[43],"company":[351],"topic":[88],"region":[],"class_list":["post-158089","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","tag-sportmode","extra-plus","company-adidas","topic-bedrijfsresultaten"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Adidas verpulvert records, maar Europa loopt uit de pas - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/nl\/news\/mode\/adidas-verpulvert-records-maar-europa-loopt-uit-de-pas\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Adidas verpulvert records, maar Europa loopt uit de pas - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Adidas rijgt de records aaneen. De Duitse sportgigant ziet zijn kwartaalwinst met 37% omhoogschieten en schroeft zijn jaarprognose fors op. Vooral kleding en eigen verkoopkanalen draaien op volle toeren. 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